How marketers develop new markets

How marketers develop new markets

The development of new markets and new customers is a real problem that every company and marketing personnel must face and solve. the effectiveness and quality of new market development are good or bad, it is crucial for the growth of an enterprise and the personal improvement of marketing personnel. For some growing enterprises, the size and quality of new market development are the only criteria to measure the personal competence of marketing personnel, this shows the importance of new market development. Successful development of the new market is the duty of the marketing staff, so as a marketing personnel, how should we develop the new market? I. developing new markets must be a "five-hearted" current market is a "heart" market. Some people say that the future world is also a "heart" world. To successfully develop a new market, you must be a "five-hearted person ". 1. Confidence. Marketers must first have confidence in developing new markets, but do not have confidence in success. An advertising company salesman sent an email to the author, saying that he was fully prepared when talking about the customer, but he did not have enough psychological factors to make the negotiation fail, when he analyzed the cause of failure, he came down to a lack of self-confidence. To develop a new market, we must face a lot of frustrations and setbacks. The rejection and embarrassment we encounter exceeded any industry. Therefore, if we want to develop a new market successfully, first of all, you must "bitter your mind" and strengthen your confidence. There is a special training school in Japan called "hell" and "Economic fighters Training Institute" in Japan ", the school aims to make Japanese business leaders the most powerful and excellent talents. The school flag is a dark e symbolic of strength. Its motto is "100 liters of sweat and tears ", its course is very special: I took to the street several times a day and shouted: "I am the best Member. I can win, I can win." Second, take intense physical training, expose the sun in the summer, and freeze the biting cold wind in the winter. After arriving at school, the coach announced: "You are here for future work. You need to work hard, sweat, and tears to complete your subjects. There is only one solution: cooperation, turn hell into heaven." The fourth day is hell day, scattered by group, and 40 kilometers away. Let's set up at half past one, and ask: everyone is coming back. If a group of people is lost in the army, the whole group fails to pass the test. Unity is the first priority. Some people accused the school of training methods to destroy the spirit of corporate cadres. The school's founder and principal, benqiao, retorted that today, for students, what they need is not knowledge, but something else, for those who are about to go bankrupt, they know everything, but lack enough resistance and self-confidence in their lives. The only thing we want to teach students is how to get them out of the predicament, push every student to the limit, and then overcome the limit. Although what the school taught them was simple, everyone said they had gained internal motivation. The reason why the Training Institute for Economic fighters at the foot of Fuji is very popular and loving is its unique training method and the confidence it brings to the trainees after the "Purgatory. To successfully develop new markets, you must be confident and take the lead. 2. Patience. There is a story in which, after a new sales promotion employee has been working for a period of time, he thinks he cannot do it because he cannot find the customer. Therefore, he submits his resignation to the manager. The manager asks: "Why did you resign? ", He replied frankly: "I can't find a customer, and I have to resign because of poor performance ." The manager pulled him to the window facing the street and pointed to the street and asked him, "What did you see ?" The salesman replied: "Man !", "In addition, let's look at it again." "still a person," said the manager. "Do you not see many prospective customers in the crowd ?" The salesman suddenly realized that he immediately withdrew his resignation. What kind of inspiration does this story give us? Customers come from prospective customers, while prospective customers are on the street. The question is how to find out. Many marketers have complained to me about the fact that, on the one hand, we cannot find a good customer, but on the other hand, it is a good customer who takes the initiative to find the door. Isn't this a "bad luck" or a "wrong" choice? Joe Girard, the world's greatest salesman, maintains the world's highest sales record for 12 years. He introduced his successful experiences in "I succeeded in my way" and said that as long as he met anyone, he would hand over his business card with respect, looking at him as a potential customer, his method of success is to "turn his life into business" with a positive attitude, and discover and find potential customers at any time. For developing a new market, we must have patience. If this is not a success, we can talk about another one. If there is a glimmer of hope, we will do our best to strive for 120%. As long as you have patience and can find "prospective customers" everywhere, the time will soon come. 3. Perseverance. People must have perseverance and perseverance to develop new markets ". Pu Songling once famous saying : "If there is a lofty will, everything will be done. The Hundred and the second Qin customs will eventually belong to Chu; the bitter person, the day will not be paid off, the salary will be daring, and the three thousand better party can swallow Wu ." The two historical allusions show the everlasting charm of "Perseverance. Sun yat-sen, the pioneer of the revolution, once had a nickname sun cannon. Do you know why Sun cannon is called him? Sun yat-sen experienced ten battles in his life's revolutionary career, but all the first nine failed. After each defeat, Sun yat-sen summoned his subordinates and said, "Comrades, the revolution has not yet succeeded. We still have to work hard to succeed in this battle ". You can start the battle and fail again. The revolution was successful only after nine repeated failures and the tenth, that is, the famous Xin Hai revolution in history. Sun Yat-sen's perseverance and the spirit of repeated defeats and repeated battles make him unable to defeat, So Sun Cannon's nickname was called. I once saw a touching and real story about selling a insurance policy for 15 years. A salesman from an insurance company has been selling his insurance to a potential customer for 15 years until one day, this prospective customer can no longer hear about his sales promotion because he died. However, this seemingly "failed" sales promotion has turned around because of the death of this prospective customer. The customer's family was deeply moved by the persistent support of the marketing staff. They inherited their wishes and bought the insurance policy, thus it becomes the "classic" of the longest cross-time marketing ". To develop a new market, we need to face many new situations and problems. For this, we should not be able to "just try it out", but have a lasting perseverance. Developing a new market is like playing a new battle. Competition is not only about the strength and scale of the company, but also about the perseverance and perseverance of the marketing staff. To develop a new market, we can only strategize and win a thousand miles if we have the perseverance to prepare for the tough and tough battles. 4. Sincerely. There is a saying "sincerity and spirit", and the same is true for developing new markets. When I visited the market, I heard such an emotional marketing case. To develop a new market, a regional manager, when the customer did not explicitly describe how to distribute its products, the customer had been stuck in the market for 15 days. During this half-month period, every day, the regional manager goes to the grass-roots level with the customer to help the customer promote the products it acts as the agent, investigate the market in detail, and actively communicate with the customer and its marketing personnel, but it is a proxy. Later, the customer took the initiative to sell the products of the manufacturer with sincerity, and concentrated manpower, material resources, and financial resources to promote the product, so that the product quickly opened up the situation in the market. To develop new markets and face new customers, we must treat each other with sincerity. We sincerely hope to shorten the psychological distance between you and new customers, build bridges between you and customers, and promote the perfect success of negotiation and cooperation. 5. Love. Marketing is a kind of caring business. To develop new markets, we must have a love. To develop new markets, we do not want to "seek" customers, but to "save" customers. marketers are "God". We need to "spread" Our love, love ourselves, our customers, and our distributors, we love consumers. Through our wisdom and strategy, we create benefits for the company, wealth for dealers, and satisfaction for consumers. As the song "dedication to Love" sang, "as long as everyone gives a little love, the world will become a beautiful world ." 2. a prelude to the development of a new market the Ancients had clouds: everything was ready, and nothing was done without preparation. In order to successfully develop new markets, it is not enough to have a good psychological quality, but to make full preparations before the war. 1. Self-image design. People's images are divided into external images and internal images. An external image refers to an external manifestation of a person's manners, costumes, and manners. As a marketing staff, you must be well-rounded: the hair should be neatly combed, the beard should be shaved, the tie should be straight, the leather shoes should be polished, and the nails should be cut frequently, if it is a lady, make some light makeup as appropriate. As a dress, it should be decent and elegant. The dress is not expensive, but it must be clean and tidy. For example, you should try your best to wear a business suit and tie, and put the tie clip at 1/3 of the tie. The actions of the marketing staff should be like a bell, sitting as thin as a bell; standing as strong as a pine tree; walking like a wind, be angry and energetic. An internal image is an external manifestation of a person's internal temperament. As a marketing staff, we should follow the principle of "courtesy first, praise first, happiness in the face, smile in the face. Courtesy first represents a person's cultural connotation, which can quickly make you accepted; likes first reflects a person's level of conversation, which will make you "like" by customers "; if you smile at your face, it will make you feel like a spring breeze. Isn't the "God of sales" a smile that is worth millions of people and is unacceptable? The Elegant conversation and elegant manners will make your negotiation smooth, give new customers a good impression, and facilitate the success of the transaction. 2. Prepare relevant materials. I have seen such a marketing engineer who develops new markets. When the dealer asks about the prices and policies of related products, the salesman forgets the product and Rummages his notebook to check it on the spot, people are stunned ". It is hard to imagine that such a marketer can successfully develop new markets. Before developing a new market, successful marketers must understand the company's development history, industrial structure, product prices, and marketing policies. Keep the required materials, business cards, samples, etc. in mind and know when to do the job. Iii. detailed and specific market research Sun Tzu's Art of War: Know yourself, know yourself, and know what's wrong. In order to successfully develop new markets, marketers should not only make sufficient preparations, but also conduct thorough investigations and understanding on the new markets to be developed. So what should the marketing personnel investigate? 1. Customs. Including the local cultural environment, geographical location, population, economic level, and consumption habits. 2. market conditions. It mainly refers to the market capacity and competitive product status. The competitive product status includes competing product specifications, price channel promotions, and competing product sales (monthly and annual. 3. Customer status. Learn about the situation of local distributors, including competing distributors and potential distributors of this product, either directly or indirectly. For competing product dealers, they should understand the market dynamics and the degree of cooperation with manufacturers. For this product, potential dealers should analyze whether they have any standards as agents, that is, good reputation, sound network, sufficient warehousing, strong capital, and appropriate manpower and capacity. The above market survey aims to familiarize yourself with the market conditions, master the customer's first-hand information, and determine the potential target customer base. In terms of finding potential customers, we can use the "bottom up and tracing" method. This method is indirectly obtained and comes from the front-line, so it is easier to grasp the truth of the facts, find the right customer. 4. List and discuss potential target customer groups of customers. After determining the target customer group, we can list a target customer list based on the conditions and advantages and disadvantages required by the agent, and perform detailed analysis and comparison, after a new round of screening, You can make an appointment by phone and visit. 1. Make an appointment by phone. Before arriving at the door, you must make an appointment by phone. As a result, on the one hand, you must respect each other and communicate with each other by phone, it has a rough outline of the company, products, policies, and so on, so that the focus of the negotiation can be determined in the next step, you can also clearly determine your interest in the product and the possibility of distributing the product, so that you can effectively arrange the time and do not need to be caught ". 2. On-site negotiation. After deciding which customers to visit, we can plan the route map and visit the customers. During the door-to-door negotiation, you should be good at observing what you say, in addition to presenting your business cards, materials, samples, and following the instructions of "courtesy first, praise first, and hope to see your eyebrows, in addition to rendering and creating an atmosphere, you should also pay attention to "three don't talk", that is, when the customer is in bad mood, do not talk about it when the customer's subordinate distributors are present, do not talk about competitors. 3. Negotiation content. Before getting started with the subject, you can talk about "off-topics" that are easy and interesting to the other party, such as national macroeconomic policies and trends, industry development trends, and future market trends, the purpose is to create a good atmosphere for talking with customers. After starting with the topic, we will talk about the company's development and the features of the company's products, product Price policies and market advantages. Finally, we will focus on negotiating product entry and market operation modes, from product selection to product pricing, from sales promotion settings, the more detailed the discussion is, the more interested the customer will be. It is better for the marketing staff to show the future market blueprint to the customer, so that the customer is full of hope and hope, therefore, we are determined to distribute the product. 4. precautions. During the negotiation, you should pay attention to the art of listening and follow the principle of one ear and one mouth (the ratio of listening to speaking is). On the one hand, you must respect each other and on the other hand, it is also helpful to understand and answer each other, and find out whether the other party has any operation ideas for the market operation. At the same time, different communication methods should be adopted for different types of customers. For the elderly, we need to show respect like we do for our parents. We need to slow down our speech speed. We need to talk about our stability everywhere. For middle-aged people, we need to do our utmost to praise us, to make him feel a sense of accomplishment, the company's products can be handed over to him to be successful. For young people, they should open up their own ideas, operating models, and marketing ideas, so that they can be fascinated and convinced, so that you can follow suit. 5. Follow-up and Contract Signing through negotiation. Target customers who meet the company's requirements should call and communicate with each other in a timely manner. Follow-up should follow the rule, that is, the method of "coming to the teeth, never rush for success. Customers are urged to deliver goods without time or place. Otherwise, they will be self-defeating and mistaken for planes. This will make the customer feel that you are eager to find customers and propose unequal treaties to you ", this leaves a shadow for future cooperation between the two parties. During the follow-up process, the customer may raise some questions, for example, what should we do if the goods are not suitable for sales? What should we do if there are quality problems with the product; what should we do with functional department sampling, as long as you give a reasonable answer to the above questions, the target customers will basically be determined. Then, by inviting them to visit the company, we will further remove the doubts and obstacles in the customer's mind, finally, we signed a distribution agreement. A new customer is born like this. The development of the new market is a hard mental process. It integrates the comprehensive quality of a marketing staff and reflects the good spirit and business level of a marketing staff. Therefore, the development of the new market needs to discover itself. It is not just a casual "open" word, it needs "heart" to pay, sweat, then we can have a "new" harvest and develop a new life. It is like singing in a song: "the world has its own justice, and there is a reward for the reward. If it is said that it is better to do it, it is best to do it!"